Mar 29 2009
For more than half a century, KFC has "filled up" its fans with the Colonel's world famous, freshly prepared fried chicken. Today, in a marketing first, KFC is celebrating its continued dedication to freshness by launching a pilot infrastructure renewal program, becoming the first-ever corporate sponsor of "freshly filled up" potholes in up to five major cities across the U.S.
KFC is celebrating its continued dedication to freshness by launching a pilot infrastructure renewal program, becoming the first-ever corporate sponsor of "freshly filled up" potholes in up to five major cities across the U.S.
The KFC Colonel and his professional road repair crew got started in their hometown of Louisville by filling up potholes and re-freshing roads around the city. KFC also issued an open offer to mayors of cities nationwide, asking them to describe their city streets' state of disrepair. Four of these lucky cities, chosen at random, will receive KFC's road re-"fresh"ment, promising citizens a smooth drive that is fit for a Colonel.
In today's troubled economy, cities across the nation are left with potholes in desperate need of repair. It is estimated that U.S. roads are riddled with more than 350 million potholes nationwide - that's one mini canyon for every man, woman and child in America.
"This program is a perfect example of that rare and optimal occurrence when a company can creatively market itself and help local governments and everyday Americans across the country," said Javier Benito, executive vice president of marketing and food innovation for KFC.
"Everyone could use a little help during these tough economic times and this initiative - like our commitment to provide affordable, freshly prepared chicken - is our way of carrying on Colonel Sanders' legacy."
"Budgets are tight for cities across the country, and finding funding for needed road repairs is a continuing challenge," said Louisville's Mayor Jerry Abramson. "It's great to have a concerned corporation like KFC create innovative private/public partnerships like this pothole refresh program."
KFC-refreshed potholes will be branded via a large stencil that reads "Re-Freshed by KFC" in eye-catching, but non-permanent street chalk.